NHL Playoffs Go Prime Time: Why Streaming Is a Power Play for Advertisers

The 2025 Stanley Cup Playoffs are officially underway, and while the chase for hockey’s greatest prize is lighting up the ice, it’s the way fans are tuning in that’s redefining the broadcast playbook. With the Toronto Maple Leafs, Washington Capitals, Winnipeg Jets and Vegas Golden Knights all in the hunt, this year’s playoffs promise blockbuster matchups — and a front-row seat to the NHL’s streaming evolution.

Amazon Prime Video is back with its exclusive Monday Night Hockey lineup, and a new 12-year, $11 billion deal between Rogers and the NHL has cemented streaming as a core part of hockey’s future. For advertisers, that means more opportunities to reach engaged viewers with smarter, data-driven campaigns — just in time for one of the most-watched sporting events of the year.

The Streaming Shift: Hockey’s New Home Ice

The world of live sports is changing fast, and the NHL is skating full speed into streaming. According to CBC News, Rogers’ new deal includes national rights across TV, digital and streaming through 2038 — and perhaps most notably, the agreement promises fewer regional blackouts, making more games accessible to more fans across Canada.

That broader access is getting a major assist from streaming platforms like Amazon Prime Video. Monday Night Hockey returned this season with exclusive national coverage, part of what NHL Commissioner Gary Bettman has called a necessary evolution. “The world’s moving away from cable TV,” Bettman said, as The Hockey News reported. “Cord-cutting, ‘cord-nevers’ continues and the reach of cable and satellite is not what it was.”

The NHL isn’t just adapting to change — it’s embracing it. Amazon’s Monday Night Hockey and NHL Coast to Coast shows are part of a growing content lineup designed to meet fans on their terms: interactive recaps, AI-powered replays, and broadcasts filmed with 30 HD cameras at 60 frames per second. “The goal is to elevate the experience,” said hockey legend Mark Messier, who joined Amazon’s on-air team this season, via Lethbridge News Now.

What It Means for Advertisers: Smarter Reach, Better Results

The move to streaming isn’t just great for fans — it’s a major win for advertisers. Digital platforms unlock capabilities that traditional TV simply can’t offer: precise targeting, real-time optimization, and measurable outcomes across every screen.

For example, Viant’s Household ID™ Technology allows marketers to target based on real people — not cookies — across channels like Connected TV (CTV), digital audio, mobile, DOOH and more. Advertisers can reach NHL fans during live games and tie those impressions to real-world outcomes like store visits, travel activity or purchase behavior.

And the audience? It’s younger and more digitally savvy than ever. According to The New York Times, Amazon’s Monday Night Hockey broadcasts have a median viewer age of just 43 — a full decade younger than traditional NHL broadcasts. That means brands have the chance to engage viewers who are less likely to watch linear TV but highly active across digital platforms.

The Cost of Catching a Game — and the Rise of the “Re-bundle”

Of course, streaming also brings complexity for viewers — and opportunity for marketers. As CBC News reports, Canadian hockey fans may need subscriptions to Sportsnet, TSN, TVA and Amazon Prime just to watch a full season. It’s part of a broader trend: the great re-bundling, where the fragmented streaming ecosystem begins to resemble the cable bundles of old.

But for advertisers, this fragmentation offers more touchpoints to engage the same user across platforms. Using a people-based platform like Viant’s, brands can unify ad delivery and attribution — even when a consumer watches one game on CTV and another on mobile or desktop.

And with more regional games being converted to national ones, as Rogers told NHL.com, advertisers can access larger, cross-country audiences — especially during playoffs, when viewership peaks.

Innovation on Ice: What’s Next?

This streaming shift is about more than just where games are aired — it’s about how they’re experienced. Amazon’s NHL Coast to Coast, a RedZone-style Thursday night whiparound show, allows fans to bounce between live games — and offers advertisers the ability to place messaging alongside high-energy moments. According to Puck Prose, it’s one of several new formats designed to engage digital-native fans.

Meanwhile, platforms like ESPN+, Max, and even FanDuel Sports Network are becoming homes for regional or out-of-market games, creating new inventory and new strategies for brand campaigns. PCWorld breaks down how local team access varies — which makes data-driven targeting more important than ever.

Final Buzzer: Stream Smarter, Advertise Smarter

The puck has dropped, and the future of NHL broadcasting is streaming. For advertisers, the opportunity is clear: connect with passionate fans through a channel that offers richer targeting, more immersive experiences, and advanced measurement.

As sports viewership continues to shift online, your media strategy should too. With the right technology — and the right partner — your brand can win big in the streaming era of hockey.